Category: Visual Research
News
Xcavator pushes visual search technology with new image portal
The visual search company, Xcavator, has taken a bold step to promote its technology to the stock photo industry. Rather than seek on-line archives to license their visual search product it has launched its own image portal that employs visual search as the primary method for finding images. Having launched the beta version of the portal with 300,000 image form Photovault, the company recently added 1.8MM images from the iStockphoto, Getty’s micro-stock division.
Features
Photography for photography’s sake at FILE Magazine
I have listened with no small amount of envy to tales from the CEPIC Conference in Florence from colleagues who attended. By all accounts, the organization put on another excellent event with over 900 people in attendance. Most of my friends reported on the usual “speed-dating” meeting frenzy, which has left their heads spinning and their minds and bodies needing to unwind. For those true fans of beautiful, thought-provoking photography, I have just the antidote to photo-business overload; a web-site dedicated to unique, unexpected and inspiring still imagery whose creators share the works of art they have discovered simply for the sake of sharing them: FILE magazine.
Features
Visual case study: Burton travel bags
The Burton snowboard company was started in the late 70s by one of the sports original innovators Jake Burton. With a key demographic of young males, the company is well-versed in advertising that features lifestyle more than just a product. Snowboarding is a way of life, where snowboarders hunger for their next jaunt down the slopes after that next rush. In addition Burton’s customers are very sensitive to the sales pitch. Burton removes this barrier by applying humor and using imagery that is accessible and credible in the eyes of the consumer. Meg Asaro and Karen D’Silva from Spark Visual Research take a closer look at the images used by Burton to position its products prominently in the snowboarding lifestlye.
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Visual case study: Sony Vaio ‘like.no.other’ campaign
Sony Electronics has launched its like.no.other campaign positioning itself as a premium lifestyle consumer brand. This approach corresponds with a growing trend among consumers who are adopting electronics as fashion accessories. Sony’s advertising is intended to appeal to younger demographic that is focused on individuality and self image placing Sony’s Vaio line of Notebook computers on the high-end of the spectrum both in price and perception. Like many other cult-brands (Harley Davidson, Mini Cooper, Bose, Mont Blanc, Etc.) Sony is attempting to appeal to consumers who identify with the Sony brand and value its products as something more than the sum of its parts. Meg Asaro and Karen D’Silva from Spark Visual Research take a closer look at the images used in Sony’s like.no.other campaign.
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Visual case study: State Farm microsite NowWhat.com
State Farm Insurance has recently launched an interesting campaign with the microsite Nowwhat.com. The campaign is targeted at a younger demographic and uses highly engaging television and magazine ads pointing to "nowwhat.com". The ads for this campaign are very simple employing little copy and highly entertaining images to prevail on the viewers curiosity to make the connection from the ads to the site. Upon visiting the site the viewer is presented with identifiable problems and of course the insurance solutions supplied by State Farm. Meg Asaro and Karen D’Silva from Spark Visual Research take a closer look at the images used by State Farm to reach a whole new set of potential customers.
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Visual case study: Samsung Black Carbon Ultra Edition mobile phone
Samsung recently began promoting its latest mobile phone the Black Carbon Ultra Edition Cellphone. This phone follows in the footsteps of the Motorola RAZR and other sexy modern thin phones. This device strives to be a communication tool, mobile office, and entertainer. This mobile phone is small enough to fit in your pocket but the design positions this gadget in the spotlight as a high tech luxury accessory. Meg Asaro and Karen D’Silva from Spark Visual Research take a closer look at the images used by Samsung’s to position this product as no ordinary phone.
News
Getty releases ‘MAP report’ a visual trend forecasting publication
Getty’s Creative Research team has made its first so-called “MAP” (Make A Picture) report available for purchase online. The report provides Getty’s take on cultural trends and how they will shape visual language in the future. The writers of the report researched over 2,500 advertising tear-sheets from around the world and surveyed 500 advertising,, design and marketing professionals. In addition, they evaluated image searches by 1.4 million customers on gettyimages.com, as well as 50,000 picture research requests and 120 re-branding exercises facilitated over a 12-month period. The first issue tackles women in the work-place (see photo.)
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Visual case study: Sea Island Resorts
Sea Island Resorts is a luxury resort located on the Georgia coast, (approximately 80 miles north of Jacksonville, Florida and 80 miles south of Savannah, Georgia). The 80 year old resort has recently undergone a $500 million dollar renovation and is considered to be one of the top luxury hotels in the world catering to an upscale clientele with very discerning tastes. The Cloister at Sea Island was recently chosen as the site to host the 2004 G8 Summit for world leaders chaired by President George W. Bush. Meg Asaro and Karen D’Silva from Spark Visual Research take a closer look at the images used in the advertising for this resort and what appeals to the mature and affluent demographic often coveted by today's marketers.
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Visual case study: Microsoft Zune campaign
When Microsoft introduced its new Zune media player (to compete with the popular iPod) it launched with a campaign called “Welcome to The Social” in order to position its new product as a shared, social experience that will be shaped by the collective imagination of consumers. Meg Asaro and Karen D’Silva from Spark Visual Research take a closer look at the images used in this campaign.
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New monthly column from Spark Visual Research
Advertising clients use images to send messages to prospective customers. How well an image relates to the lifestyle and values of the audience will determine its effectiveness in sending the client’s message. When planning a commercial photo shoot, knowledge about the cultural, economic, psychological and sociological needs, trends and interests of consumers will inform the logistical decisions of location, models, wardrobe, and so on. For expert advice on how to approach conceptual planning for commercial photography, we recommend you read this inaugural monthly column from Spark Visual Research. Each month, Spark principals Karen D’Silva and Meg Asaro will share with our readers an in-depth analysis of a current print ad featuring an advertising photograph and the thought process behind it.
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A brief look at visual search technology
In August of this year, Google purchased the image recognition technology firm Neven Vision. The acquisition inspired wide speculation about the many applications for the technology, from mundane administrative chores like organizing digital photo albums to high-tech crime thriller tricks like spotting wanted fugitives as they pass by security cameras. The technology also has an obvious application for our industry of enhancing the image database search features on stock photo company web-sites.
